A conversation with a talented creative writing graduate who recently entered the world of marketing and agencies prompted me to consider the one of the many paradigm shifts we are likely to see this year.

‘It is not the strongest of the species that survives, nor the most intelligent. It is the one most adaptable to change’

This quote, often wrongly attributed to Charles Darwin (albeit inspired by Origin of Species), was coined by business professor Leon C. Megginson in the 1960s. Has it ever been more apt for the business world today?

I am about to reveal an uncomfortable truth. Over the very many years I’ve worked in content marketing, I have frequently heralded the increasing maturity of the discipline. As innovation and creativity has exploded in the space, smart technology has superpowered our ability to reach and engage audiences at a staggering scale.

When I started out in B2B media over 20 years ago, I was recruited to the ‘dark side’. I clearly recall a literal line on the office floor that marked the editorial department’s territory, past which the advertising sales team were never to cross…